ALBUQUERQUE, N.M. – A local congressional campaign ad is dominating national headlines. This week, City Councilor and Democratic congressional candidate Pat Davis took a very blunt jab at the National Rifle Association.

The short ad begins with Davis saying the f-word. He said the offensive language is serving its purpose by keeping the discussion surrounding gun violence going.

While he's received some support, he's also received some backlash. After using profanity, Davis in the ad goes on to blame the NRA’s gun policies for leading to deaths.

“Being polite clearly hasn't gotten anything more than thoughts and prayers, and we're back in the same place we were when I was a police officer responding to shootings from people who shouldn't have had guns,” Davis said after the ad’s airing. “So maybe this is getting their attention.”

It's getting national attention and hundreds of thousands of video views. After airing only one time, his message even prompted a response from the NRA on social media.

With circus music playing, the NRA calls his foul message a desperate attempt, using the hashtag #desperatedavis.

The provocative ad comes just a few weeks before the June primaries. Running for the 1st Congressional District for New Mexico, Davis is surrounded by a large pool of Democratic candidates.

“We're going to keep airing it until… we get to change the conversation,” he said.